Their plan seemed so unlikely that they named their company The Impossible Project. But somehow, they took a nearly defunct technology and brought instant film for Polaroid cameras back from the grave, and starting Thursday, the first new Polaroid film in two years goes on sale.

Polaroid is teaming up with what, at first, may seem like a strange bedfellow: Lady Gaga. While details aren't clear yet on what this budding relationship will entail, the company said the singer will be "creative director" for "a specialty line of Polaroid Imaging products." She will also be making personal appearances to promote the brand.